Winners & Shortlists

VIRAL STUPIDITY TURNED INTO ORGAN DONOR ADS

Short List
TitleVIRAL STUPIDITY TURNED INTO ORGAN DONOR ADS
BrandREBORN TO BE ALIVE
Product/ServiceORGAN DONATION FOUNDATION
Entrant Company DUVAL GUILLAUME Antwerp, BELGIUM
Advertising Agency DUVAL GUILLAUME Antwerp, BELGIUM
Credits
Name Company Position
Geoffrey Hantson Duval Guillaume NV Creative Director
Katrien Bottez Duval Guillaume Nv Creative Director
Cas Hamers Duval Guillaume Nv Copywriter
Ervin Ramrattan Duval Guillaume Nv Art Director
Elke Janssens Duval Guillaume NV Account Director
Jef Leysen Duval Guillaume Nv Account Manager
Sophie Jadoul Duval Guillaume Nv Digital Strategic Planner
Wim Sels Duval Guillaume Nv Dtp
Niko Caignie Photographer
Ilse Van Elsacker Studio Make Stuff Production
Bart Vermijlen Duval Guillaume Nv Executive Digital Producer
Gilles Vandenoostende Duval Guillaume Nv Creative Technologist
Lode Vochten Duval Guillaume Nv UX designer
Digital Craftsmen Production company

The Campaign

Every year people die waiting for an organ donation. The waiting list is too long. The donor list too short. During the international ‘Organ donation week’ the Belgian non-profit organisation Reborn To Be Alive wanted to raise awareness about the fact that 1 organ donor can save up to 8 lives and activate people to sign up and become a donor.” The idea is simple: the internet is packed with pictures and films of people who risk their lives stupidly and post it online. Often this life-risking, stupid behavior turns into a viral hit. But what if we made good use of those viral ‘successes’? What if we used such viral stupidity and turned it into organ donor ads? Which is exactly what we did.

Success of the Campaign

The campaign quickly became a trending topic. The 'Rebornto be Alive' organization was overwhelmed with reactions and questions on the topic of '1 organ donor can save up to 8 lives'. And most important a clear increase of organ donators making the waiting list in Belgium shorter than ever.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

1. We used existing pictures of risk-taking behaviour to run a print ad campaign in Belgium's biggest newspaper. 2. We used existing films of viral stupidity to seed them as online organ donor films. 3. We crowd sourced the idea and created a meme generator. Allowing anyone to put viral stupidity to good use by making an organ donor ad.